Posts Tagged ‘spreading ideas’
Selling The Benefits
Tell stories, don’t write descriptions. Speak to hearts, not minds. Paint a picture of the effect. Tap into the senses. Illustrate the impact. Describe the joy, the relief, the pleasure. Give people a reason to care. Show them how you’re different. Then let them know why it matters. Image by Cliff Ravenscraft.
Read MoreThe Best
The best teacher isn’t always the one who has a class full of students that get the best results. The best designer isn’t always the one who knows the exact amount of white space to leave. The best brand isn’t always the one that makes the most money. The best athlete doesn’t always win. And…
Read MoreCreate What People Want
When Ken and Nick lamented the passing of old-style pastrami and then decided to do something about it, they probably had a hunch that there were people who felt just like they did. Once they set to work tasting and testing and re-inventing the ultimate American comfort food they knew they were onto something. Their…
Read MoreWhy Startups Stall
It’s easy to start something today. Now that the gatekeepers are leaving their gates and the barrier to entry is lower than ever, anyone with an idea and an Internet connection can start a business. You don’t need a big staff on payroll or a factory to get the work done. So more people are…
Read More10 Things To Do With Happy Customers
1. Treasure and thank them. Then work really hard to keep them. 2. Connect them to each other. 3. Reward their loyalty. 4. Give them platforms and places to engage with your brand. 5. Listen to their ideas. 6. Watch how they interact with your product. 7. Ask them what you could be doing better.…
Read MoreWhy The Price Doesn’t Always Matter
At the start of the last school year as I stood in a queue I overheard a mother asking an assistant if the $200 calculator she was holding would be coming down in price. The assistant replied that this had been the price for a while, pointing out that the calculator was only required for…
Read MoreStory Is The Universal Marketing Tool
Story doesn’t discriminate. It’s not dependent on a big advertising department or celebrity endorsement. It’s the universal marketing tool available to anyone. That includes you. When Target had a store in every suburb. Zappos had a story about delivering ‘wow through service’. When Borders had floor upon floor of books you could touch. Amazon had…
Read MoreA Reason To Decide
She spotted the black dress just as she was about to give up. It was perfect. She imagined how it would cling in all the right places at the party on Friday night. And how she would feel when he spotted her across the crowded room. The reason you buy the dress isn’t the same…
Read MoreWhy Bother?
Why bother having a customer care line that informs of a thirty minute wait and asks people to call back later? Why bother selling an awards based credit card, then capping the points your customers can earn? Why bother creating cheap for the masses, when you can deliver quality to the few? Why bother saying…
Read MoreDon’t Worry So Much About Awareness
Just the thought of the kind of marketing dollars the big brands will have invested in advertising for the Olympics is enough to make my eyes water. The result, millions of dollars worth of beautifully shot, feel good commercials that probably won’t sell many more phone plans or gold cards. Awareness, not sales is their…
Read More